Mobile First approach in E-mailers
- 2. In 5 years people will be asking, “Why would anyone want to check email on a computer?” 68% of Gmail and Yahoo! users’ opens occur on a smartphone or tablet Litmus –”Email Analytics” (Dec 2013) 79% uses their smartphone for reading email, a higher percentage than those who used it for making calls. Adobe – “2013 Digital Publishing Report: Retail Apps & Buying Habits” (2013) 91% of consumers check their email at least once per day on their smartphone, making it the most used functionality ExactTarget “Mobile Behavior report” (2014)
- 3. Users who access emails through mobile phones among our base (Average of 3 months). September 2013 – November 2013 – 42% 40% 40% 44% Month wise breakup September October Novebmer
- 4. Mobile First – An organizational approach Mobile is our first priority All communication that goes out will be designed primarily for mobiles Standardized templates will be created for all our communication (partners & banks) It will liberate our users as well as very effective for them to access it from anywhere/anytime Gives us the market edge
- 5. What are responsive mailers? A collection of techniques, such as media queries, fluid grids and fluid images, which aim to provide the optimal viewing experience across various platform.
- 6. Why responsive design? of email opens are on mobile devices, yet most of the emails are only designed for desktop viewing. Text is often difficult to read, details in images are hard t see, and links are impossible to click on mobile. Studies have found that people look at their phones an average of 150 times a day. These brief interactions mean that a marketer must focus on getting his point across quickly and in an appealing fashion. of people delete an email if it doesn’t look good on their mobile device.
- 7. How does it work? • A special set of CSS styles that act like conditional statements or dynamic rules • Media queries detect screen size of device and applies its rules accordingly • Requires more planning and testing than standard emails
- 8. What gets better in a Responsive Mailer:
- 9. How much we save by developing this technology in-house Vendor 1: - Rs 5,000 per campaign Vendor 2: - Rs 15,000 per campaign Average campaigns per month: 180 (3 month average, Dec. 2013 – Feb 2014) Per Month Cost involved: Rs. 5000 x 180 = Rs. 9, 00,000 Per Year Cost involved: Rs. 9, 00,000 x 12 = Rs. 1,0,80,000
- 10. What we aim to achieve through this technology: Increase in campaign efficacy (click/open rates) Higher conversion ratios Better consumer engagement and usability Increase in registrations/redemptions More emphasize on call to action
- 11. Challenges Being a very new technology, it is in its nascent stage worldwide with not much available information at hand To create standardized templates for optimized mobile viewing we have to set standards/guidelines for our partners and banks At present is not supported by quite a few OS formats and devices. Few of them are: • i-phone Gmail APP • i-phone Yahoo mail APP • Android Yahoo mail APP • Windows mobile 6.1 • Windows phone 8 • i-phone mailbox APP • Android Gmail APP • BlackBerry OS 5 • Windows phone 7